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EvEry stEp you takE… WE’ll bE Watching you.
www.workcomms.com
Welcome
Measuring Campaign Performance
s E s s i o n 1
anna stEElEMEdia solutions & insights dirEctor
Work coMMunications
How do publishers measure themselves?
siZE
Jobs Carried
Register users
Visitor numbers
Applications’ (“Quality
Applications”)
inflatEd figurEs:
visitor figurEs but no MEntion of bouncE ratE
candidatEs alWays dirEctEd back to sitE
rEgistration rEquirEd to apply for jobs
high nuMbErs doEsn’t alWays MEan EngagEd audiEncE
applications arE rEally clicks on apply buttons
jobs carriEd boostEd by frEE trials
How should we measure publishers?
pErforMancE
quality applications = offErs or talEnt pooling
Complete Campaign Performance
Much more than
applications from source
Front-end performance
Reach and frequency
Impact andengagement
Publisher Assists
Why should we measure campaigns?
accountability and rEfinEMEnt
Resourcing Manager
AgencyMedia
Core Metrics
Offers / HiresApplications (including specifics)
Creative rotationsClicks Reach &
FrequencyImpressions CPC / CPA / CPH
MEtrics froM viEW to hirE
Putting ‘Big Data’ to good use
Complete Campaign
Performance Analysis & Reporting
Media Benchmarking (CPA / CPH)
Response modelling
Citi
situation
solution & rEsults
annual graduatE caMpaign didn’t strugglE for apps
rEduction in voluME rEquirEd Without iMpacting quality
gradual dEcrEasE in voluME of applications
prograMMEs closEd Much Early than prEvious yEars
Putting ‘Big Data’ to good use
Contingency/top-up planning
Response modelling
Improved media
negotiation
Royal Mail Graduates
situation
solution & rEsults
opErations prograMME shortfall EvEry yEar
coMpEtitivE tiME WindoW for rEcruiting graduatEs
focussEd on iMproving thE ratio of WoMEn
ongoing optiMisation of thE caMpaign
WEEkly rEporting on opErations applications
top up schEdulE dEsignEd basEd on livE rEsults and rEady for dEployMEnt iMMEdiatEly
THIS WILL BE THE MAKING OF US
Graduate Campaign | Graduates 2012/13
Web Banners
THERE’S SO MUCH I CAN ACHIEVE HERE
Operations graduate
Putting ‘Big Data’ to good use
Creative testing
Sharing inventory
(rotate by day, week, time)
Reducing future media
budgets
Boots Annual Media Strategy
situation
dEvolvEd MEdia budgEts oWnEd by thE linE
indEpEndEnt activity targEtEd saME audiEncEs
yEar aftEr yEar activity plannEd in a vacuuM
solution & rEsults
3 Month trial caMpaigns Which WErE trackEd
udp EnablEd accuratE businEss rEporting
caMpaigns MappEd according to rEquirEMEnts
invEntory nEgotiatEd according to succEss and voluME
crEativE ExEcutions rotatEd bEtWEEn arEas of thE businEss
rEduction of 45% on annual MEdia spEnd
Campaign Tracking
databasE
Careers site
Job board
Apply complete
Graduate Campaign | Graduates 2012/13
Web Banners
Any Questions?
Informed decisions
s E s s i o n 2
g E t t i n g to k n oW yo u r d i g i ta l a u d i E n c E W i t h W E b a na ly t i c s
scott Mcgougandigital dirEctor
Work coMMunications
Your talent shop window
your carEErs WEbsitE is your shop WindoW to thE World – Why Wouldn’t you Want to
Monitor What’s sElling your businEss?
The importance of your careers section and measuring it...
you can’t iMprovE What
you don’t MEasurE
What is Web Analytics?
in its Most basic forM it is siMply monitoring the traffic on your
WEbsitE.
who your visitors are, where they came from, which sites pointed them to you, what they did on your site, how long they stayed and where they left your site.
It can’t show WHY a user does something.
Why use it?
Quantitatively evaluate your web
content and it’s quality
1 2 3 4 5
Comparative analysis: measure
website trends
Validate or disprove
assumptions
Demonstrate how your website meets established business goals and
users’ needs
Enable stakeholders and content owners to
measure the success of their own
content
Why use it?
What’s your carEErs
sitE for?
For candidates to:
Learn Self Select Apply
Before you start – get into the right mindset
2 Ways to look at stats – top-doWn
or bottoM up. both rElEvant –
but top-down is EasiEr.
kEy stats you Might Want to look at:
Visits & Visitors Referrals & Keywords
Engagement (time on site) and Bounce
rate
ContentGoals –
measuring specific actions
What tools are available?
Used on around 55% of the 10,000 most popular sites
globally
Over 10 million sites use it
googlE analytics is the world’s most widely
used tracking tool.
Google Analytics (GA)
What’s good about ga?
Easy to use and implementIt’s free (!) Adwords
IntegrationMultiple site
trackingIn-depth reporting
Used by around 10 Million sites
Google Analytics (GA)
Google Analytics (GA)
What you Might Want to considEr?
?
Data can be skewed
Works with ‘sampled’ data Can be blocked
Data owned by Google –
only retained for 24 months
ga has soME liMitations…
Google Analytics (GA)
Entering Analytics…
don’t bE afraid –
you can’t brEak it!
login at http://WWW.googlE.coM/analytics/
you Will nEEd:
Your admin password for your Google account
or
You will need to provide a Google (gmail) address to your site manager/supplier so that they you can share the GA stats with you.
Bounce Rate & EngagementVisits & Visitors Referrals &
Keywords Content Goals – measuring specific actions
Key stats you might want to look at:
your first EncountEr…
Unique visitorsVisits Page views Pages/visit Visit duration Bounce rate
Terminology
hoW Many pEoplE arE looking at your sitE?
InterestsDemographics Geo Behavior Technology Mobile
A more detailed view of your audience
hoW oftEn arE pEoplE coMing back your sitE?
hoW long arE usErs staying on your sitE?
WhErE is your audiEncE coMing froM?
What kEyWords arE driving traffic to your sitE?
if you usE social MEdia?
What’s thE Most popular contEnt?
What’s not so popular?
Setting Goals
Goals are a way to measure how well your site fulfils your target objectives. You can set up individual Goals to track discrete actions such as clicks on a certain page from other pages – or even the amount of time spent on a particular screen.
Goal types
Destination* A specific location loads e.g. thank you for registering!
Duration Visits that lasts a specific 10 minutes or longer amount of time or longer spent on a support site
Pages/Screens per visit A visitor views a specific 5 pages or screens number of pages or screens have been loaded
Event An action defined as an Social recommendation, Event is triggered video play, ad click
AutomateAssign Analyse Optimise
Think strategically about your site
Conclusion
Web analytics give you a picture of how users are interacting with your brand online. They can show you where you can improve engagement with your candidates.
If you haven’t already got Google Analytics installed – why not??
If you have what’s stopping you?
Any Questions?For support with Google Analytics visit:
http://bit.ly/1l0DHUk– or just call email/call me anytime:
scott.mcgougan@workcomms.com 0161 927 4437
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